I think he means the entire article to apply mainly to pre-product startups. He would probably agree that after that is the time to work on business cards and stuff.
Clearly you are going to be meeting tons of people and telling them about your startup if you are really serious about it, so not having a well-designed business card from day one is just throwing away tens of thousands of dollars worth of leadgen.
In all seriousness I'm 100% sure people care more about the product/idea of your startup more than the gold lettering on your business card. If you can prove me wrong than I'm going to get gold lettered business cards to get people to invest into my (fake) startup.